BMW wants you to buy a car the European way: The German automaker, which wants to pass Lexus as the leading luxury brand in the U.S. by 2012, is trying to convince its U.S. customers that they should order their BMWs with exactly the stuff they want on it, not settling for whatever is on the lot.

For example with its new X3, on sale here early next year, BMW wants its U.S. dealers on board to help promote options on built-to-order models. Built-to-order vehicles, which can help manufacturers keep inventories lower and aren't discounted as much, are rare in the United States. For example, Lexus says 2 percent of its deliveries are pre-ordered, according to Automotive News. In Germany, every other BMW sold is customized.

It will be interesting to see if BMW is successful in its effort to get impulsive U.S. shoppers to order cars. Since the X3 will be built in Spartanburg, S.C., (moving from Austria), BMW says U.S. buyers will be able to pick up their cars in as few as two weeks after the order.